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Caffeine & Cranks — Brand Identity & Creative Direction
A complete visual identity concept created for Caffeine & Cranks (C&C), a cycling-inspired brand that combines the energy of coffee culture with the performance and lifestyle of cycling.
The project explores a bold, contemporary visual language through a combination of brand identity, typography, color direction, apparel graphics, packaging design, and campaign art direction.
The visual system was designed to feel energetic, youthful, and performance-driven while maintaining a distinctive lifestyle aesthetic. The identity is applied across cycling apparel, packaging, promotional graphics, and brand communication to create a cohesive visual experience.
Scope of work:
Brand Identity & Logo Development
Art Direction
Typography & Visual Language
Color Palette Development
Cycling Apparel Design
Packaging Design
Marketing & Campaign Visuals
Brand Application & Mockups
The overall direction focuses on creating a recognizable identity that connects cycling performance, caffeine culture, and modern streetwear aesthetics.
Two-world brands usually end up with one side eating the other, and here the cycling half owns the forms while the coffee half only really survives in the palette and the name. Was that deliberate, or did the caffeine cues get pushed out once the apparel application took over?
Yeah, it was pretty intentional. I wanted the cycling side to lead since it works better visually for the apparel, while keeping the coffee side more subtle through the colors, type, and overall vibe.
But I’m totally open to bringing more coffee into the visuals if you feel it’s...
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Sharing this amazing project I had the pleasure to work on ⚡️
LUMA is a matcha brand built around the ritual of taking a moment for yourself.
The identity combines a fresh, playful color palette with a clean and contemporary visual language, creating a brand that feels vibrant without losing its sense of calm.
The result is a modern matcha identity that brings together natural qualities with a bright, lifestyle-driven aesthetic.
Check the full project on https://www.behance.net/gallery/255763939/LUMA-Matcha-Branding
Tell me your thoughts! 🔥🍵
Most of the matcha shelf is muted and ceremonial-looking, so a bright palette is exactly what makes this findable. The trade is that brightness tends to read as everyday latte rather than premium grade, and that shows up in what people expect to pay - was the daily-ritual end the deliberate target rather than the ceremonial one?
Yousr — Hot Sauce Brand Identity & Packaging Design
Turning bold flavor into a bold visual identity.
Yusr Hot Sauce is a food packaging project created to translate the intensity, heat, and character of the product into a striking visual experience.
The packaging combines a warm, distinctive color palette with bold typography and expressive graphic elements, creating an identity that immediately communicates the product's spicy and authentic character.
The visual direction was developed around the contrast between the rich red tones of the chili sauce and the warm cream of the label, creating a strong and recognizable presence across the product range.
From the label design to the final product presentation, every element was carefully considered to enhance the product's personality while maintaining clarity and brand consistency.
The final art direction brings the packaging to life through a dramatic food-focused environment, using rich textures, controlled lighting, and carefully composed ingredients to create an appetizing and memorable product experience.
A packaging identity designed to capture attention, communicate flavor, and give Yusr Hot Sauce a distinctive presence.
View the full project : https://www.behance.net/gallery/255675391/Yousr-Hot-Sauce-Brand-Identity-Packaging-Design
#PackagingDesign #FoodPackaging #HotSauce #LabelDesign #FoodBranding #ProductDesign #ArtDirection
What happens when propaganda designed to erase the self gets pointed at the self instead?
Soviet propaganda spent 70 years trying to erase the individual soul in favour of the collective machine. I pointed that exact visual language at the thing it was built to suppress.
I kept flat 2–3 colour print, no gradients, no softness, ink-on-paper style, and honestly, I didn't expect it to come out this cool.
Does it give spirituality or propaganda vibes for you?
What other era and modern theme you think would be an interesting blend?
Reads more propaganda to me honestly, the flat color-blocking keeps it too graphic to feel purely spiritual even with the lotus pose. I'd love to see this same treatment turned on social media aesthetics, that curated "perfect life" feed culture feels like its own quiet kind of erasure.